LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT

Author(s):Simran Rauniyar, Suman Bhattacharya

Abstract:In the 21st century, various trends and technologies are taking over the innovative approach to a marketing phenomenon. Green marketing is one of the merging tools which is used by various organizations as an essential part of their marketing strategies. Government and marketers are working and adapting new strategies for sustainability and eco-friendly approaches for consumers. Consumers are becoming aware and mindful of their choices and have been choosing the products the replacement of normal products. This research focuses on the constructs within the advertisements and product promotion segments such as green communication, channels used in promotion, green marketing tools, and willingness to pay to influence the green buying behavior of the consumers in Nepal. The online survey was done by distributing the questionnaire and using 5-Likert scale for the analysis. The scale shows the reliability of the study and how the consumers and potential consumers of the various cities of Nepal react to the various marketing strategies focusing on green strategies. Directions for further future research and recommendations are also mentioned to enhance the implications of this research.

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